/ Aswen News/Guangzhou, July 27, 2022 -- The 2022 (19th) World Brands Conference and China 500 Most Valuable Brands Launch Conference was held in Beijing on July 26, and the 2022 China 500 Most Valuable Brands analysis report was released at the conference. In the annual report, which is based on financial data, brand strength and consumer behavior analysis, Yanjing Beer was again included in the list with a brand value of 163.785 billion yuan due to its excellent market performance and strong business growth, taking its brand strength to the next level. At the same time, Yanjing's sub-brands also made the list. Liquan Beer, with a brand value of 27.156 billion yuan, ranked 300; Huiquan Beer, with a brand value of 20.857 billion yuan, ranked 360; Jiulong Zhai, with a brand value of 20.795 billion yuan, ranked 363; Xuelu Beer, with a brand value of 11.516 billion yuan, ranked 447. All maintain strong brand competitiveness in the same category.
World Brand Lab is an international brand value research institute, founded by Professor Robert Mundell, winner of Nobel Prize in Economics in 1999, and served as its first chairman. Over the years, the World Brand Lab has integrated consumer research, competitive analysis and the forecast of enterprise's future revenue to evaluate the value of enterprise brand. For 19 consecutive years, it has published the "China 500 Most Valuable Brands" list, which has been unanimously recognized by the management circle and has a wide range of social influence. Yanjing Beer can stand out again, showing the strength of the leading brand.
As one of the leading enterprises in the beer industry in China, Yanjing Brewery has achieved beer sales volume of 362 million liters in 2021, operating income of 11.96 billion yuan, up 9.5% year on year, and net profit of homeowner up 15.8% year on year. Meanwhile, in the first quarter of 2022, the company's operating revenue increased by 11.66% year-on-year, total profit increased by 158% year-on-year, and net profit attributable to mother increased by 100.8% year-on-year, continuing to burst into vitality in the new period of development opportunities.
To realize high quality development
The beer industry now has broad prospects for future development. The beer output in China will increase by 11.4% annually, the income will increase by 10.3% annually, and the profit will increase by 17.5% annually. The improvement and expansion of the beer industry circuit has created a rare opportunity for the high quality development of Yanjing Beer.
The advantages of China's super-large market and the upgrading dividend of consumption demand have brought opportunities for the transformation and development of the beer industry. As a national beer brand, Yanjing Beer has actively embraced the new consumption trend and market changes, and transformed and upgraded to a younger and high-end market. On the basis of strong basic research ability and research and development ability, Yanjing Beer meets consumption demand, ADAPTS to and leads the new trend of beer consumption, clear brand structure, and constantly enrich the product matrix; Continue to carry out a series of marketing communication, IP cooperation, with three-dimensional rich full link marketing to promote brand awareness, to achieve the same frequency interaction with young people.In recent years, Yanjing Brewery has improved its sensitivity to market changes, and made renewed efforts in channels and markets, continuously optimizing the construction of channels such as catering, traditional retail, new retail and e-commerce, strengthening its market control, building strong market barriers in Beijing, Guangxi and Inner Mongolia, and upgrading the market in Sichuan, Hebei, Zhejiang, Henan and other growing markets. We will expand weak and empty markets and upgrade markets at all levels.
By reshaping the core selling points of its main products, Yanjing Beer quickly builds the differentiated market positioning of products, and intensively launches the national big single products represented by Yanjing U8 and V10 craft white beers, with the middle and high-end price band. Among them, Yanjing U8, the main product, is different from the homogenized product with bland taste, redefines the light beer, launches the whole link brand marketing with a new image, and revitalizes the young and trendy image of Yanjing brand. Taking Yanjing U8 as the entry point, Yanjing Beer has enriched the matrix of middle and high-end and high-end products, driven the optimization of product structure, promoted the upgrading of market structure, realized the upgrading of distribution network, promoted the comprehensive transformation and reform of the enterprise, and made the pace of high-end more solid and steady."You Culture" supports Yanjing Beer playing a strong voice of revival
The consumption demands of young groups in the new era are no longer limited to product functions, but also comprehensively consider product quality, use experience, social needs and cultural bearing. In 2022, Yanjing Beer will upgrade the "you culture" to brand culture, and take it as the spiritual motivation for the implementation of Yanjing's "14th Five-Year Plan" strategy. "You culture" is the brand culture of Yanjing Beer, which means that thousands of "you" strive for a better life, and thousands of "I" strive to brew good beer. Yanjing Beer is trying its best to achieve the corporate vision of brewing a better life.
"You culture" means that Yanjing Beer adopts an open and inclusive attitude to absorb, learn from and innovate. It links thousands of "you" from different regions, different ages, different interests, different life states and different value propositions to jointly express the pursuit of a better life. On this basis, Yanjing Beer integrates the "You culture" into the new packaging design such as U8 limited color can and 6-color "You" color cover. It integrates the cultural concept of keeping pace with The Times with the path of young and high-end Yanjing products, fits the values and cultural connotation of new consumers, and strongly enters the circle of young people to meet their new consumption pursuit of self-expression and community identity.In addition, "Have you culture" also reaches consumer groups of different circles. It uses many hot topics such as love, dream pursuit and struggle as social interaction touchpoints, linking thousands of "you" from different regions, different ages, different interests and different value propositions to "love have you, The brand culture of "Yenjing has Me" penetrates into consumers' daily life scenes from multiple perspectives and arouses consumers' emotional resonance. For Yanjing Beer, "Culture with you" is the exclusive cultural theme of Yanjing to be focused on during the "14th Five-Year Plan", the spiritual axis to drive the construction of Yanjing enterprise culture and the reconstruction of values, and the confidence and confidence to win the decisive battle of "starting a second business and reviving Yanjing".
< /p>In the fierce competition for stock in China's beer industry, Yanjing Beer is breaking through the bottleneck and seeking development. As this year is a tough year for the three-year action of state-owned enterprise reform, Yanjing Beer takes high-quality development as the development theme of the 14th Five-Year Plan period, takes "Second entrepreneurship and revival of Yanjing" as the main keynote, firmly uphold the supply-side structural reform, seized the three growth opportunities of products, channels and markets, promoted the consumption upgrade, and realized the comprehensive progress of Yanjing beer industry. Continue to expand the brand global brand influence.
